A new study claim that the full lip trend is non-existent despite the number of people flaunting the look on social media.

The researchers explained that the fashion industry has stopped promoting beauty trends and that the celebrities are the ones driving the trend.

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The study found that women who want to undergo surgery to have fuller lips are influenced by models and celebrities and are enticed by the availability of affordable yet safe injectable fillers.

The study published in the JAMA Facial Plastic Surgery aimed to spot the presence of fuller lip trend in the fashion industry through print media - particularly in Vogue magazine. The authors looked at the models who flaunted their faces in the material from 1960 to 2011. In 353 images, they found out that models had lips that were "at rest" and not pouting nor smiling. Further, they noticed that no lip alteration through makeup was made by editors.

The authors also measured the lower and upper lips of the model through digital scanners. They observed that an increase in lip size was not present and that the upper and lower lip ratio was 0.68. This means that the lower lip is 47 percent larger than the upper.

The findings were not expected by researchers, who asked: "if the frequently cited trend toward fuller lips truly exists, why is this not quantitatively seen in Vogue?"

"Celebrity images in mass media highlighting the overfilled lip may now serve as the very platform from which patients cultivate their cosmetic ambitions," the researchers added.

In an analysis conducted by Dr. Prem Tripathi and team of the University of California, he found out that lips surgery occurs every 19 minutes and that the demand for the cosmetic procedure in the US increased by 48 percent in 2015. Dr. Z. Paul Lorenc said that patients who request for the cosmetic procedure are teenagers and women aged 60 and above.

The authors said that women who want fuller lips cited known celebrities like Kim, Kendall and Kylie Kardashian as their inspiration.